When the TVS Motor Company from India acquired Norton Motorcycles in early 2020, they didn't do much with it at first. Now, two years later, they've returned with a vengeance, as TVS has just given Norton Motorcycles a $125 million cash infusion, complete with a new headquarters, rebirth initiative, and a long-term revitalization strategy. This plan creates more job and opportunities, as well as several advancements in their technology. Norton is currently Britain's biggest sportbike brand, so more developments open up more possibilities. Given the amount of effort and attention TVS has invested in Norton, TVS is clearly taking Norton's status and position seriously and aims to revitalize the brand.

Read on to know what other endeavors TVS may have planned for the future of Norton Motorcycles.

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New Investments Aim To Revive Norton

The Norton Motorcycle brand is expected to get a makeover after this new cash infusion. When TVS bought Norton, the latter company was embroiled in a tax scuffle, causing a lot of financial complications. It fell to TVS to sort out the aftermath before they could properly figure out a viable purpose and strategy for their new property. After that was all filed away, Norton reinvented their image, teasing a new 1200cc V4 bike for the future.

Norton was previously established as a premium marque, and that's an image that is planned to continue among TVS' directive. After all, Norton isn't the first motorcycle company it has under its conglomerate. TVS is responsible for manufacturing the small capacity motorcycles for BMW Motorrad, and it even has other Indian-market companies as well, so TVS needs to fulfill a niche role. So far, the plan for the new money includes a more advanced headquarters, and several new roles that allow for many new job openings.

This Is Only The Beginning For Norton

Furthermore, the arrival of additional funds is merely the first step in a larger, more intricate plan. TVS already aims to incorporate a commitment to “offering cutting edge technology, world-class vehicles, manufacturing, sustainability & future mobility,” according to a statement made on Norton's website, and this endeavor would likely further that goal, as well as adding electrification to its vehicles. Norton has long been considered the number-one brand in Britain for sport motorcycles, combining and blending traditional hand-crafted techniques with modern-day machinery in order to get the best quality bikes in all of England.

While some investments had already been in the works before the cash infusion, others had not yet been founded or fully formed. Robert Hentschel, CEO of Norton Motorcycles, has been confirmed to be leading a team to help rejuvenate Norton's legacy, brand, and reputation. Throughout the next few years, approximately 250-300 direct jobs and 500-800 indirect jobs are expected to be created.

In addition, a re-engineered V4SV and 961 Commando have already been introduced. The investments have been strategically planted and placed in order to ensure maximum results, ideal efficiency, and better timing. The plan is part of a decade-spanning, long-term strategy involving business management, electrification, employment opportunities, and potential business partnerships.

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TVS To Create New Norton Headquarters

One of the more notable features of this new, long-term plan is a brand-new, more advanced headquarters. This new facility, located in Solihull, West Midlands, will be the hub for both R&D and global design. The facility also features state-of-the-art manufacturing capability. The company wants to lead the market in luxury and high-performance motorcycles, and in order to do so, it needs more resources for manufacturing.

The new headquarters has been noted to be more eco-friendly in its attempts at waste management and sustainability. Further, it will also house many departments, including design, engineering, purchasing, sales, marketing, and support, and the production team will also be operating primarily from that facility.

TVS Has Big Plans For Norton Motorcycles

TVS acquired Norton Motorcycles back in early 2020, and now that TVS has Norton, they've decided on a strategy for what to do with it. The new facility was debatably the largest step in their long-term plan to become a more global contender in the motorcycle market. Construction on the new facility began within the next 18 months.

The company was purchased for nearly $20 million, thanks to acquiring many of Norton's assets. Norton is native to the UK, having been founded in Birmingham in 1898. The new endeavor represents British and Indian fusion, and Norton's bikes have been built continuously in the Midlands.

Sources: nortonmotorcycles.com, moneycontrol.com